NCET explore business and technology
By Chad Hallert
Digital is kind of a big deal these days. This year, digital advertising spend will surpass television for the first time in history. And by 2021, digital is forecasted to represent a whopping 50 percent of all ad spend, with television down to just 33 percent. While this growth is truly amazing and a great opportunity to acquire more customers, it creates additional pressure for businesses large and small.
After all, where do all of these paid advertisements direct people? You guessed it … right to your website! Your website no longer has the luxury of just “looking food” or expressing your “brand voice.”
Your site needs to drive real, measurable results that impact your business’s bottom line. Are you doing this? If you’re like most businesses (large and small), the answer is a resounding “no!”
How do we know this? Let’s consider data from some recent research findings from Google.
53 percent of mobile users abandon websites that take longer than three seconds to load. Ok, so how long does that average mobile website take to load? 19 seconds! That’s more than six times longer than your customers want, and this is hurting you more than you know. In Google’s study, mobile sites that loaded in five seconds earned almost double the revenue of those that took 19 seconds to load. And yet, how often is site speed discussed in your company?
“Hey, Siri…” “Ok, Google…” Odds are you’ve heard these phrases before and know exactly what they mean. More than 20 percent of mobile searches are now performed from a voice activated device. As voice search grows, we’re also seeing a large increase in the number of question-based searches being typed into the search engines. Google, Bing and Yahoo have responded to this need by answering questions directly in the search results. The better they get at this, the more users will rely on asking and typing questions – and so the cycle will continue.
Is your site meeting these user needs? Are you anticipating and answering the most important customer questions on your website? Or, are you relying on other sites to answer these questions and hoping customer will find you when they’re ready to buy?
Not a good idea.
These are just two examples of the increasing complexity of the web and the importance of treating your site as more than just a digital brochure that the Marketing or IT department owns. Your site is a core investment in the success of your businesses. It’s time to get more serious about your website and identify the key business objectives it supports, determine the best way to measure success and build and operate your site as needed to deliver on your objectives. Do more of what’s working, less of what’s not; and if you don’t know if your site is working or not, it’s high time for a change. You got this!
Learn how you can make your website achieve your business goals at NCET’s Tech Bite luncheon on May 17th. NCET is a member-supported nonprofit organization that produces educational and networking events to help people explore business and technology. Register for the event and get more info at NCETbite.org.
Chad Hallert is Director of Strategy at Noble Studios which provides online strategic marketing services, web design and development unique to their goals as part of their “Think. Market. Measure.” process.